| Título | Fuck The Poor |
| Agencia | Publicis London |
| Campaña | Fuck The Poor |
| Anunciante | The Pilion Trust |
| Marca | The Pilion Trust |
| Fecha de primera difusión/publicación | 2014 / 3 |
| Sector Empresarial | Acciones Caritativas, fundaciones, voluntariado |
| Lema | We know you care. Please care enough to give. |
| Sinopsis | A man wearing sign saying: “Fuck the poor” was sent out to the streets of the capital as part of a campaign for the charity by Publicis. Londoners were secretly filmed taking the man to task for the offensive statement. Afterwards, the man flipped his sign over so that it read: “Help the poor” and he proceeded to ask for donations - but this time people completely ignored him. |
| Filosofía | The Pilion Trust, a charity that helps some of the poorest and most vulnerable, has conducted a social experiment on the people of London to see if we really do care about those who are less fortunate. |
| Medio | Web Film |
| Duración | |
| Postproducción | Absolute Post |
| Montaje | Marshall Street Editors |
| Audio Post Production | Wave Studios |
| Director creativo | Andy Bird |
| Director artístico | Jolyon Finch |
| Responsable de conceptos / redactor | Steve Moss |
| Productor de la agencia | Sam Holmes |
| Realizador | Jonathan Pearson |
| Productora | Supergoober |
| Productor ejecutivo | Colin Hickson |
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